Why the campaign rocks:
I was really captivated by Zomato’s ICC cricket World Cup campaign, a real masterpiece in marketing creativity. What stood out for me was the ingenious use of a meme. Zomato transformed and turned it into a highly effective marketing campaign that resonated with audiences.
The brand’s strategic adoption of the meme showcased a profound understanding of contemporary digital culture, turning a playful linguistic twist into a viral phenomenon. This clever fusion of humour and marketing propelled the campaign beyond traditional boundaries, capturing the zeitgeist of the World Cup.
What further elevated the campaign’s allure was the careful selection of celebrities (Chris Gayle and Ranveer Singh) for their TV commercial. The tagline, “Ab Zomaito–Zomaato nahi, Indiaaa-India ka time hai!” reflects the patriotic spirit embodied in cricket fans while cleverly reinforcing the brand’s identity. The campaign is a stellar example of turning internet culture into marketing gold. It solidified Zomato’s place at the intersection of humour, culture and brand resonance.